Intimately know whatever it is you are promoting. Whether you’re selling a product, a service or you are an affiliate pushing someone else’s stuff, it doesn’t matter. You have to establish some level of expertise in whatever it is you are pushing.
If you’re clueless regarding what you’re selling, how do you expect to gain credibility and authority in the eyes of people you’re trying to buy from you? That’s just not going to happen because you did not put in the time, effort and energy to achieve that level of knowledge.
Effective product knowledge is vital for both conversion funnels and content funnels
Some key questions you need to ask
What problem does your product solve?
Think in basic terms. If you’re selling something, it’s because it solves a problem. If you’re a real estate agent, you’re selling a home. Why do people need a home for? It’s not what you think. They need it for location. Some people buy it for status. Other people buy it for a lifestyle.
Understanding these different reasons and navigating your way around them enables you to tie these reasons with certain audiences so you can speak their language.
Can you speak your audience’s language?
Most people always ask themselves, “What’s in it for me?” You have to understand this question and you have to answer it in the same language as the person you’re trying to sell to. Otherwise, you’re not going to make a sale. It’s just that simple.
You have to present your product’s value proposition in clear terms that readily answer the questions your customers are asking in their heads.
Can you speak in terms of benefits?
When people buy a Mercedes Benz, it’s not because they’re just looking to get from point A to point B. If that’s all they wanted, they could have bought one of many cheaper brands.
You have to speak their language. What is their reason? They’re looking for luxury. They’re looking for tangible proof that they can show to other people that they have arrived at a higher social status.
That’s the whole point of buying a Mercedes Benz, a Ferrari, a BMW or a Porsche. You have to zero in on those complex of competing needs and speak the language of your prospect.
Can you split up different benefits and express them carefully?
It’s very important to understand that when people end up on your conversion page that these people are not identical.
For example, back to the Mercedes Benz scenario, different people would buy different Mercedes Benz for different reasons. We know that if people are just looking for basic transportation, they’re probably not going to pick a Benz.
That’s a very expensive option just to take care of basic transport needs.
With that out of the way, you have to list all the potential benefits people would look for in a branded, sophisticated, and prestigious German automotive brand. It’s not all about social status.
Some people are looking for the utmost quality. In other words, they’re thinking to themselves, “If I buy the very best product, I know that there’s a high likelihood that I won’t break down in the middle of nowhere.
” Other people buy a Mercedes Benz because they have a certain affinity to the Mercedes Benz’s engineering tradition.
When you’re creating a conversion funnel, you have to zero in on all these potential reasons and benefits and then you have to prioritize them – which are more likely, which can be tied to questions, which are more practical – but whatever you do, your sales funnel must speak to all these different needs to push people down the funnel.
Remember different benefits appeal to different people so when you get all these clicks from your paid Facebook ad campaigns or from your organic article marketing, your sales funnel must have enough information in it to appeal to different types of people.
You can’t just assume that everybody who lands on your page is trying to meet the same needs.
That’s like a Mercedes ad just basically saying that it’s all about luxury. That’s a great ad if you’re sure that almost all the people looking at that ad are looking for luxury.
But what about the person who is looking for the very best engineered car he or she could find? What about the other person who just has an affinity for a lot of things German and so on down the line?
You have to craft a sales funnel that speaks to these different needs to capture all these people and push them down the funnel so you can convert them into cold, hard cash.